Changing social norms: California friendly gardens in Long Beach, CA

Abstract

The Lawn to Garden Program incentivizes replacing front yard turf grass with California Friendly gardens in Long Beach, CA. The Long Beach Water Department introduced the program in 2009 as a means of water conservation and since that time 2% of the City’s single-family homes have successfully completed the program. As of the end of 2014, 3,461 applications had been submitted, but only 1,849 Lawn to Garden projects had been completed, a success rate of 53% and withdrawal rate of 47%. This study seeks to identify some of the factors that contribute to the program’s high withdrawal rate, exploring the resources available to participants as well as the barriers to success. Methods used include geographic analysis in the form of density mapping, analysis of survey responses submitted by participants who withdrew from the program, and my professional observations. This study considers which neighborhoods display greater rates of success and withdrawn applications as well as what resources would have most aided those who did not complete their projects.